At the core of the integration is the ON24 Integration Service, which enables registration and activity data from ON24 webinars to be delivered directly to the Marketo platform, where it can be used by customers in lead qualification, scoring and nurturing programs.
With this integration, Marketo customers who deliver their webcasts via the ON24 platform will have near-immediate access to registration and webcast data that can provide demographic and behavioral insights, which can shorten the sales cycle. For example, webinar metrics can be leveraged to more effectively qualify leads and identify sales-ready opportunities.
These new capabilities are designed to enable ON24 customers to maximize their investment in the Marketo platform in order to have meaningful customer conversations over time; unify and simplify online and offline marketing efforts; better manage and analyze marketing effectiveness; and achieve greater influence on their sales pipelines.
"Marketers want to close the marketing automation loop by integrating their webinars more deeply into the sales process and connecting them to CRM and marketing automation tools," commented Tom Masotto, ON24 Vice President of Product Marketing and Business Development. "Now, webinar data can be quickly passed from ON24 webinars directly to the Marketo platform, enabling our customers to make the most of that data and shorten the sales cycle — creating additional value for all and keeping ON24 at the leading edge of the webcasting industry."